The purpose of this paper is to understand how customer relationship termination (i.e., preparation and process), alone or in combination with customer involvement, contributes to the new product development outcome. While termination preparation has a synergistic effect with customer involvement, the termination process has a trade-off relationship with customer involvement.

• Mai Uno(Japan, Hitotsubashi University)
• Yuko Yamashita(Japan, Hitotsubashi University)
• Kyoko Fukukawa(Japan, Hitotsubashi University)